Baileys adds a feminine touch to its brand

It's been nine years since its last campaign in Hong Kong, but Baileys Irish Cream is making a renewed pitch to its core group of supporters: women.

For years, the brand has put a heavy focus on retail marketing and consumer-driven events and this time it's no different.

The global campaign, created by BBH but supported locally by Weber Shandwick, sees Baileys partner with LAB Concept to launch a series of taste testing and bartending performance until 28 August 2013.

The public will be able to catch a glimpse of the new bottle and get to taste different flavours of Baileys for free at a pop-up store called BAILEYS Lounge in LAB Concept, Queensway Plaza.

"Our product speaks for itself," Christina Shum, brand manager of Baileys said.

"We are confident that no one can resist our products once they've tried them."

In recent years Baileys has been losing its appeal to males and in Hong Kong some 55% of its customers are female.

But Shum is not worried, saying when females like our product, males will follow.

On the LAB Concept, Shum added it was an ideal location to reach female consumers.

"We will be running more similar events in shopping spots in the future."

The local campaign, part of a larger global push to promote its relaunched bottle, will also run on TV, in print and social media engagement with a Facebook fans event.

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